Authenticity is contagious: Brand essence and the original source of production
Newman and Dhar, Journal of Marketing Research 51(3), 2014, 371-386. Consumers who believe in contagion see a company's original factory as holding the brand essence; products made there were rated more authentic and valuable than identical products made elsewhere. People more sensitive to contagion showed the effect more strongly, and activating the contagion concept raised preference for products from the original factory.
Newman and Dhar, Journal of Marketing Research 51(3), 2014, 371-386. Consumers who believe in contagion see a company's original factory as holding the brand essence; products made there were rated more authentic and valuable than identical products made elsewhere. People more sensitive to contagion showed the effect more strongly, and activating the contagion concept raised preference for products from the original factory.
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Newman, G. E., & Dhar, R. (2014). Authenticity is contagious: Brand essence and the original source of production. Journal of Marketing Research, 51(3), 371-386. doi:10.1509/jmr.11.0022 https://doi.org/10.1509/jmr.11.0022